The Branding Importance of Private Labels
With the economic situation now and for the foreseeable future looking bleak, it perhaps comes as no surprise that retailers are considering the branding importance of their private label brands. Walgreens is the newest to relaunch one of its private label brands, opting to go for both a new name and a new trade dress: http://bit.ly/q4iK
The Nice! brand is clean and contemporary, and a significant improvement toward a more premium impression. However, if the goal is to appear more premium to achieve a higher price point rather than just increase volume, it appears—at least to this consumer—that of the options below, Target’s Archer Farms comes closest to looking more premium and less like a house brand.
Whether it’s the absence of large blocks of white, the more sophisticated color combination, the brand badge or something else, remains an interesting, open question.
Perhaps more important, as retailers improve their private labels during this protracted economic malaise, “premium” brand marketers should sit up and take note.
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Agree on the Archer Farms comment. Also, wonder whether PL brands are becoming more commonplace, both among retailers and consumers, as the net growth in consumer income continues to stagnate.